McClelland's Single Malt
AGENCY: Nevis Design
CLIENT: Morrison Bowmore Distilleries

McClelland’s Single Malt Scotch Whisky is a successful product; a popular, quality serving with good global sales. The problem was it looked dated, tired and ‘badly dressed’, and its brand image fared poorly against those of key competitors.

Nevis Design were briefed to overhaul the McClelland range, and to establish a clear brand position within the global malt market. Nevis responded by enriching the tones of the watercolour paintings of the original labelling and outer casing, and reinventing the character of Mr McClelland. The new designs captured the essence of the whisky regions and invited consumers to embark on a journey to uncover ‘the true spirit of Scotland.’

Since the redesign, McClelland’s has seen an annual increase of 25% in a global whisky market growing at 7% per annum. It is now the number four single malt in America, and has expanded into eight new global markets.